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Learning the Basics of Managing Your Customer Database to Grow Your Business
Ahead of the CurveWebinar Series
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• All lines are muted• Submit your questions via dashboard• Q&A session at the end• Webinar is being recorded• Webinar recording will be sent out • If you experience a drop in audio, try
calling in or switching to the phone audio option and back to your computer again
A Few House Keeping Items:
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WSI AT A GLANCE
For 25 years, WSI has been providing digital marketing services and comprehensive
marketing strategies to businesses of all sizes and across various industries. We are the largest
network of digital marketing agencies around the world.
We are a full-service digital marketing agency that helps elevate your online brand, generate more leads and sales, and improve your overall
marketing ROI.
© 2020 WSI. All rights reserved.
Alison has been with WSI since 2004 and runs a very successful digital agency located in the Los Angeles area. She has expertise in both traditional and digital media, as well as
strategic planning, competitor analysis, and SEO. She has extensive corporate management experience prior to joining WSI, playing a key role in the re-engineering of a
multi billion dollar organization in the US. Alison is also the author of the chapter on Nurturing Your Database in WSI's 3rd Digital Minds book. .
TODAY’S PRESENTER
ALISON LINDEMANNWSI Digital Marketing Consultant & Author
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1. Business Objectives During This Challenging Time
2. What is a CRM and How Can It Help My Business
3. The Value of Marketing Automation
4. Where Do I Start?
5. Critical Role of Communication and Content
6. Q&A
On the Agenda
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1. KEEP THE CUSTOMERS YOU HAVE2. GET MORE CUSTOMERS3. BUILD OPERATIONAL EFFICIENCES
Business Objectives
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• The start of basic marketing automation
• Still one of the highest converting strategies available
• Great tool for important communication needed now
• Integrates with other technologies we will discuss today
Email Marketing Software
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• Which of the following customer management tools do you use in your business right now? (check all that apply)
Let’s Take a Quick Poll:
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• Stores complete contact information• Manages your relationships with
future and current customers• Store, protect and view data in an
efficient manner• Stores customer and lead
interactions• Generates alerts, reminders and
tasks
Customer Relationship Management (CRM)
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Benefits of CRM
Improves closing rates, upsell and
cross sell opportunities
Improves customer
satisfaction and retention
Increases operational efficiencies
Better internal communication
Better data security
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• Automates marketing tasks that were previously handled manually
• Nurtures contacts with personalized content, delivered at the right time
• Email on Steroids– Automate triggered communications,
personalized and scheduled• Lead Scoring
– Determines best, high-quality leads to follow up on
• Continuous A/B and multi-variate testing to improve your marketing campaigns
Marketing Automation Software
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Marketing Automation Benefits
Enables segmentation and
personalizationBrand consistency
More and better data to predict
behavior
More targeted messaging leads to
higher average deals
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Where Do I Start?1. Update customer contact information2. Review existing content3. Adjust your communication4. Re-imagine what’s possible5. Measure, test, learn
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• Do you have complete and current customer contact information?
• Is that information stored in one place? Can you get it from your billing or other sources?
• Does your existing staff have time available to help update your database?
ACTION #1 – Update Contact Information
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• FYI – Mere Exposure Effect– People prefer things that they are most
familiar with• Review all existing content (website, social
media, online ads) to confirm they are sensitive to the current environment
• Organize content by marketing personas as well as stages in your buyer’s journey
• Revisit how you are using case studies, recommendations and reviews at every touch point in your marketing
ACTION #2: Review Existing Content
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• Create new content with a sensitivity to current environment
• Make sure you reach out to your customers quickly:– Be clear on any operational changes– How best to reach you– What you are doing to make it easy for
them• Customers will empathize with
merchants facing a crisis as long as you COMMUNICATE
• Show them how you will be adding value if you want them to keep paying
ACTION #3: Adjust Your Communications
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ACTION #4: Re-Imagine What’s Possible
Free access to, discount on, new
online service
Create FAQ pages or videos to cover things you temporarily can’t
provide in person
Set-up virtual client reviews, training Expand services
Cross-market using Power Partners eGift programs Offer a discount to
renew in advanceCommunicate
no-contact services
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• Be sure to measure results against your success criteria
• Google Analytics, CRM, Marketing Automation, Email Marketing software all have analytics
• Knowing what works makes decisions much easier
ACTION #5: Measure, Test, Learn
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• How big does my operation need to be?
• What software is right for me?• How much does this all cost?
What You Might Be Thinking
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1. Update your contact database/begin to segment
2. Email marketing is a good starting point
3. Select or begin using your CRM
4. Learn more about marketing automation
5. Take action NOW
In Summary:
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READ MORE ABOUT THIS TOPIC & MORE IN OUR 3RD BOOK
Available on Amazon and other online book retailers. Search “WSI Digital Minds”
or visithttps://bit.ly/wsibook3
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JOIN US FOR OUR NEXT WEBINAR
Persona-Based Marketing: Understanding Your Target
Audience in Challenging Times
April
Wednesday, April 22nd at 11:30 AM EDTWith Cormac Farrelly
Dublin, Ireland
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REACH OUT TO YOUR LOCAL WSI CONSULTANT
Talk to us, we can help!
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Want to step up your database marketing activities? Need help nurturing your contacts throughout the buyer’s journey?
Reach out to your WSI Consultant or email [email protected].
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Now it’s time for some Q&A
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See you next time!Stay Safe & Keep Healthy